H&M- Brand Development and Marketing

Topic

H&M- Brand Development and Marketing

Instructions

Write an essay analysis on Brand Development and Marketing. Use APA format.

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The concept of brand personality is an effective marketing tool for the identification of brands according to their symbolic messages, specifically within the same product category where brands can share similar functional attributes (Lee & Rhee, 2008). H&M stores around the world as well as online offer everything from the latest trends to lasting classics that customers will wear season after season (H&M Annual Report, 2015). Consumers rely on H&M as a staple in their wardrobes. H&M portrays reliability and style to their consumers. “Perceptions of the brand are created through direct or indirect contacts consumers have with the brand” (Ahmad &Tyagaraj, 2015). H&M is affordable and easy to buy the price points are reflective of their brand personality, reliable and affordable. This can be identified as Competence. This concept is based on the brand personality framework, H&M depicts the Competence, Excitement and Sincerity part of the frame work. An example of this is “The brand H&M offers fashion and quality at the best price in a sustainable way for women, men, teenagers, children and the home.” (H&M, n.d).

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